I don't know why they are bothering. they already got patents on lenses for an APS-C mirrorless body. it is a given Nikon will throw it in the ring to take what sony has had to themselves for quite some time.

sadly though, both canon/Nikon/sony seem to think APS-C is the way to go when m4/3 is outselling them in great numbers.

the large apsc sensor is simply too clumsy too allow for compact lens designs other than the traditional pancake. Having used a sony NEX with some of their zooms, the size advantage went out the window and m4/3 seemed far more appealing.

I don't know why they are bothering. they already got patents on lenses for an APS-C mirrorless body. it is a given Nikon will throw it in the ring to take what sony has had to themselves for quite some time.

sadly though, both canon/Nikon/sony seem to think APS-C is the way to go when m4/3 is outselling them in great numbers.

the large apsc sensor is simply too clumsy too allow for compact lens designs other than the traditional pancake. Having used a sony NEX with some of their zooms, the size advantage went out the window and m4/3 seemed far more appealing.

Actually the Nikon 1 has a 1" sensor and both camera and lenses seem to have pretty compact size

If it was 35mm or 50mm equivalent I would have considered it. 28mm is a bit wide for a general purpose lens.

+1 I like shooting wide, but not exclusively.

I guess it makes sense if Nikon is thinking of focal length as a way to stave off smartphone competition, though at this price, they're not gonna make a huge dent. But I think the iPhone is 28mm equivalent, which has a) somewhat conditioned users to working with the field of view, b) somewhat conditioned viewers to some of the less flattering byproducts of shooting with a wide lens. On-the-go photographers often take pictures of objects on tables, food, etc. This focal length is pretty nice for that application.

But even if I can conjure up some reasons for 28mm, I'm still skeptical. I get the "zoom with your feet" argument that says a camera like this forces the user to learn about composition, but that philosophy is a lot easier to apply as you get closer to a "normal" focal length. This Coolpix could provide great IQ, but 35mm or 50mm seems like it would have better catered to general use.

If it was 35mm or 50mm equivalent I would have considered it. 28mm is a bit wide for a general purpose lens.

28mm equilvalent is not a bad choice. It has a 16Mp sensor. That will allow you some cropping. As a "tourist" camera, 28mm will allow you to be more useful for "city scape", inside of building, wide scenery etc. I just hope that it have better color rendition than its DSLR, especially for facial color.